ABSTRACT
This chapter analyzes how retail environments offer strategic points of contact between franchises and audiences. It explores the asymmetrical relationships among retailers, consumer product experts, and manufacturers contributing to the formulation of particular types of “shop talk” about how products are positioned, brands extended, and stories told at retail. It reviews several types of brand stories told at retail and focuses on how shop talk constrains the types of stories told about racial diversity and gender equity within retail environments.
